It was a fall shopping season like no other.

One doesn’t have to think too far back to remember the crowds you could practically surf off of during the annual season of Black Friday sales. Not so much this year, as more people stayed home to avoid potentially catching or spreading COVID-19. 

Online sales, however, have jumped tremendously. Amazon’s Prime Day started early in October, and Forbes has reported that original projections for the weekend before Cyber Monday indicated increases of online purchases compared to 2019 from 36 to 50%. Amazon has already said this year’s holiday shopping season has been the biggest in its history, contending that medium to small businesses that sell on Amazon have seen record numbers.

Meanwhile, as much as small brick-and-mortar businesses have been impacted by the ongoing pandemic, we will still have to wait and see how well they did on Small Business Saturday, a shopping holiday promoted by American Express.

Experts, from as close as the Small Business Development Center at Stony Brook University have expressed fear for these small shops, with expectations that close to half of businesses like restaurants could be closed by 2021. 

Alignable, a Boston-based online business referral network, reported Dec. 1 based on a poll of 9,204 small business owners that 48% fear they will not earn enough revenue this month to keep their businesses afloat. 

Main streets all over Long Island have experienced their share of woe, and while some retail owners say times remain tough, others expressed their thanks to customers who went out of their way to patronize their local mom-and-pop.

Feasts For Beasts

45 Route 25A, Mount Sinai

The pet store and groomer in the small outlet along Route 25A in Mount Sinai normally does not do too much for the Black Friday weekend and doesn’t have many extra sales on top of what they already do. Owner Alan Ghidaleson said things on Small Business Saturday were a bit slow.

“For brick-and-mortars, this is a tough time,” Ghidaleson said. As for the pandemic: “We’re surviving it. I’m not saying it’s easy, but we get by.”

The owner said sales start to lag after Thanksgiving, as they have for the past five years or so. However, he said his business will survive the year, and hopes for better next year.  

Niegocki Farms

604 Mount Sinai-Coram Road, Mount Sinai

As the last farm in Mount Sinai, the family owned Niegocki located at the southern corner of Heritage Park has a lot riding on its shoulders as the last holdout of the area’s agricultural charm. 

It’s why co-owner Tricia Niegocki said they have been able to survive the past few months, because of the customers and locals who know and support them. For Thanksgiving, the farm sold turkeys and eggs, though on the whole more people were looking for smaller birds. The farm opened up for tree sales after Thanksgiving, and since then sales have been good.

“We have a lot of locals that love to shop local and support local,” Niegocki said. “Since we’re the last farm here in Mount Sinai, we’ve actually been blessed to have a good past couple of days.” 

She said that because Christmas trees do not have a very large margin, they did not do any sales for Small Business Saturday. Still, things on the farm do not change very much, and while other businesses were forced to close early in the pandemic, Niegocki was considered essential. She said they will be able to maintain over the winter, adding they plan to use their space to host other small shops as a pop-up mall of sorts. They have already hosted two such events over the past year.

“Most of our customers are friends, people who have become friends over the years,” the farmer said. “We are very blessed we have animals that provide us meat and eggs, so that demand will always be there.”

Rose & Boom Boutique

176 N. Country Road #3, Mount Sinai

Cat Rosenboom, owner of Rose & Boom in Mount Sinai and St. James, said that supporting local business is more important than ever.

“I always say to shop small,” she said. “But it’s even more true this year.”

Rosenboom, who has owned the Mount Sinai location for four years this month, opened her second store in St. James nearly six months before the stay-at-home shutdown.

“We had just opened up and then had to close the door once we started to get our name out there,” she said. 

But despite the coronavirus crisis, she said people were shopping and supporting her stores throughout the whole pandemic, by purchasing things online through her social media accounts and delivering them personally to customers close by.

“You get a personal experience here that you won’t get at a big box store,” she said. “We take pride in getting to know our customers and their families.”

She also will host local retailer pop-ups to support fellow small business owners.

“We like to help local retailers and get the word out about their business,” she said. 

Leading up to Black Friday, the shops did daily surprise sales every day in hopes to bring people in – and it worked. “We allowed 10 people in the stores at a time, and they were busy the entire day,” she said. 

— Julianne Mosher

Merrily Couture

340 Route 25A, Mount Sinai

Manager of the Mount Sinai formal wear shop, Krystle Weber Hughes, said times have been tough since the start of the pandemic, as so much of their business depends on formal occasions. Their stellar event, school prom, was largely canceled by every school district in the local area. They were closed during the pandemic’s height, and all their shipments were delayed. To this day they are receiving items they ordered all the way back in January.

The store doesn’t have too many discounts around the time of Black Friday, but Weber Hughes said COVID has meant they have had to clean dressing rooms every time one is used, and they have to manage their space to make sure people are socially distanced.

She said they have received some returning customers, while others are somewhat hesitant to buy anything too early before an event that may well be canceled.

“Everything really got turned upside down because of COVID,” she said. “I think people are so afraid of events being cancelled, they’re waiting until the last minute to purchase a dress.”

Weber Hughes said they are waiting for January to see how things are, as that is when their prom season starts. Once that comes around, she said they will likely know how good the year will be.

The Gift Corner

157 N. Country Road, Mount Sinai

Marion Bernholz, owner of The Gift Corner in Mount Sinai, has seen the impact a loyal customer base can have on a small shop for getting through a tough time.

TBR News Media has talked to Bernholz every Small Business Saturday for the past three years, and each time she has said it’s the customers who look at her as a friend and neighbor who help her survive in a time of booming online retail.

“We have been doing OK,” Bernholz said. “People have come up to me in Stop & Shop and asked if I worked at the store. They asked me, ‘Are you doing OK?’” 

But it seems word of mouth has worked for her. She said they have been receiving a host of new customers, adding that she estimates they had been ringing up 20 new customers a day from people coming to the North Shore during the summer and fall, many of whom were not able to take their usual vacations.

Game On

465 Route 25A, Miller Place

Tristan Whitworth, the owner of Game On, a used and refurbished video game and console retailer with locations in Miller Place and Smithtown, said he has been doing 200% to 300% better than last year, both in terms of sales and customers, which is something that to him was concerning considering just how hard it has been for so many other businesses out there. 

When businesses were forced to close, Whitworth and his business partner each came to the separate stores on the North Shore and sold some of their product online, which kept things moving.

“We’re very blessed,” he said. “We were profitable during that phase, too, while other stores couldn’t. For example, you couldn’t do anything for a nail salon. … It’s a weird feeling to have so many places struggle and then us flourish. We didn’t do anything different, we just got lucky.” 

Whitworth hosted two $1,500 giveaways to two local businesses this year. 

While Whitworth did a host of sales during last year’s Small Business Saturday, this year he tried to make it more subdued to make sure there weren’t too many people crowded close together in his store. Still, there was a steady stream of people coming into the store all day Saturday.

“We’re lucky, we sell things people really, really want right now during a pandemic when they stay home, so we really didn’t push it this year,” he said. “I didn’t want people thinking they need to come support us, because there are a lot of stores that are really actually struggling.”

Grand Slam Tennis

816 Route 25A, Miller Place

Jim Donnelly, the owner of Grand Slam Tennis in Miller Place, with his main store in Commack, said his prospects for year to year are much different as a specialty shop. Small Business Saturday normally has no effect on him.

“People that enjoy specialty stores, and have all the information, they constantly come to us, we don’t have to advertise or anything,” Donnelly said. “They’re our advertisement.”

The biggest problem for him and his shop was when different municipalities closed tennis courts all over Long Island, despite the argument that tennis is one of the safer sports one could play during a pandemic, as by necessity players are well distanced. The tennis store owner said he and other tennis advocates got together to put a paper on Gov. Andrew Cuomo’s (D) desk arguing for tennis to be permitted, and was shortly thereafter allowed along with sports like golf. 

“We had a good summer — I hate to brag — I’m just glad I was in the right business for a pandemic, because I would hate to be the rest of these guys,” he said.

Miller Place Bait and Tackle

834 Route 25A, Miller Place

The fishing business had some interesting ups and downs this year, according to Miller Place Bait and Tackle owners Jim and Sue Flora. Their store had to close along with many others for several months, but once they opened they found many people who had never tried fishing before were buying rods and bait. It was one of the few activities still available to people during the height of COVID.

“It’s been a good season for us because everybody went fishing,” Sue Flora said. “So many people come in saying, ‘I want to learn to fish.’ It was very good for us. They supported us through it.”

She said customers were coming into the shop on Saturday to buy products or even gift cards, specifically to support them. 

“We have a nice bunch of loyal customers — we’re really fortunate,” she said.

Jim Flora said they were doing slightly better than last year, and should be in a relatively safe place going into next year.

Flowers on Broadway

43 Broadway, Rocky Point

April was supposed to be Rocky Point flower shop Flowers on Broadway’s 20-year anniversary celebration. Owner Stephanie Navas said they are still somewhat struggling as so many weddings are still on hold while big events, which usually means big sales for florists, are much more subdued.

They have had more to do with funeral work but, despite the morbid implication, even those sales are down compared to previous years, as more funerals have become much smaller events.

“Walk-in traffic isn’t anything like it used to be,” Navas said. “We are doing more home deliveries then we did in the past, but it doesn’t quite balance out.”

While she expected to see some more traffic for Thanksgiving, especially considering more people weren’t traveling, they didn’t see too big a jump in sales. Black Friday, on the other hand, is the “absolute worst” day to be open. This year she said they made little to nothing on the biggest shopping holiday of the year. Saturday did get slightly better, and now Flowers on Broadway is trying to start its big Christmas push. 

Still, she said she’s not ready to throw in
the towel. 

“My hope is just to do as well as last year,” she said. “I’m not hoping for an increase, I’m just looking to maintain at this point.”